The AI Revolution – is the strategic communication profession at risk?

lauraredman1
Jun 5
3 min read

The world is changing. The rapid proliferation of artificial intelligence (AI) tools is transforming the way we live our lives – from personal organisation to how we learn, work and engage.

Over the past year, AI usage in Australia has increased by almost 30%: an exponential rise as users realise its potential for efficiency and productivity. AI users espouse the benefits of using AI for everything, from scheduling activities and holidays and planning meals, to synthesising lengthy and complex documents, and crafting communications like letters. It’s quick, dynamic, and often free.

But there is a cost.

The quality is improving to the point where it is becoming increasingly difficult to tell the difference between AI-generated and traditional content – photos and podcasts are prime examples. The technology is so accessible that kids are already natively using it and concerningly, deepfakes are now part of a new frontier of peer bullying. Globally, countries are grappling with how to enable effective utilisation and adoption of AI technology whilst also protecting their citizens from some of the major risks associated with it; Australia is not immune, nor is it sitting idle.

How far AI will go in changing the way we experience the world remains to be seen. It begs the question – what and who can you trust?

A KPMG report found that whilst usage is high, trust in AI systems has decreased over time, with users recognising its limitations. Coupled with the fact that it is the quality – not quantity – that humans value when it comes to connection, it is hard to imagine a future where that is obsolete.

Just because AI can perform key functions we find useful, it does not mean it can be an effective replacement for human understanding and interaction. Social connection is a basic human need yet commentators are already discussing how the uptake of AI is transforming the way we talk to one another – more direct, command-based and less humanistic.

As Brené Brown states, “Connection is the energy that is created between people when they feel seen, heard, and valued.” And this is where communications professionals will play a critical role.

The quality of the engagement with stakeholders will remain key to the success of any project, initiative or reform. The ability to not only synthesise and consolidate complex information but to identify who will be affected, how and their likely perceptions and then take a targeted, empathic approach in response, are key skills that AI does not currently possess. Understanding the human need to feel valued and heard, building authentic relationships, and being a trusted source of information and guidance are traditional strengths of the communications profession.

We are at a critical juncture – the precipice of the most significant societal shift of our generation (maybe ever). There is still time to pause and reflect on the values we take forward before the tipping point comes, and to recognise the functions AI cannot replace.

Complex, sensitive and high-impact projects need a strategic communications lens that can look beyond the data to the people at the other end; who can listen, understand and manage stakeholder concerns, empathise with them; and guide decision makers.

AI has its place, but it can (and should) never replace our biological need for social connection.

Laura Redman is a strategic communication and stakeholder engagement specialist at Elysium EPL. She has spent the best part of 15 years in private and government organisations developing and driving communications and engagement strategy, providing advice to senior leaders and supporting successful rollout of projects, initiatives and change programs.

Solving complex problems through an ethical, trusted and logical approach, Elysium EPL is an Australian professional services firm trusted to help clients realise their vision, and convert their ideas to lasting outcomes. Our Transformation, Engagement and Communication specialists provide support to clients across National Security, Defence and other industries to enable enduring transformation through fit-for-purpose communications strategies that influence stakeholders and increase awareness of, and support for, policies, plans and projects.

Get in touch to find out more.